Marketers who depend on ecommerce for revenue have to do more than ever with limited budgets. The best place to start increasing efficiency is improving customer experience with Shopping Ads. Ecommerce companies can reduce Shopping Ad budgets by 48% while generating the same amount of revenue. Research has indicated this in the past, and several cases from Longtail UX users below demonstrate this in practice. Nearly Half of All Shopping Ad Spend Is Wasted In online retail, a full 76% of paid search goes to Shopping Ads. However, studies have shown that nearly half that spend is wasted. One simple change may be all it takes to eliminate that waste: listing multiple products on the landing page that match the shopper’s search (rather than just one single product.) Considering that 18% of all ecommerce ad spend goes to paid search, reducing that waste can lead to significant savings – around 6.8% of the total ad budget – for companies looking to tighten their belts.

1. How Ecommerce
Companies Can Do More
with Less Shopping Ad
Budget in 2020

2. Why Optimize the Shopping Ad Experience?
The percentage of
Ecommerce budget that
goes to Paid Search
Source: Segment, 2017

3. The percentage of Paid
Search thatgoes to
ShoppingAds
Source: Adthena, Q1 2018
76%
Why Optimize the Shopping Ad Experience?

4. Shopping Ads direct to single product landing pages...
Why Optimize the Shopping Ad Experience?

5. Source:Monetate, 2018
...butsingle product
landingpages do 48%
worse whena shopper
arrives from a search.48%
Why Optimize the Shopping Ad Experience?

6. Source:Monetate, 2018
Ecommerce conversion
rates:
singleproduct landing
pages
other landingpages1.5%
2.9%

7. Shopping Ad Search experience for keyword "outdoor extension cord with multiple outlets.”
The poor search
experience of
single product
pages explains
their low
conversion rate.

8. "Pogo-sticking"back and
forth from search results
to single product pages is
a bad search experience.

9. Multiproduct page
Multi Product Pages
Singleproduct page
Search:"mini displayportto hdmi female adaptor”

10. Multi Product Pages
Amazon depends on
multiproduct landing
pages for search.
Search:"mini displayportto hdmi female adaptor”

11. Amazon'ssuperior
shopping search
experience has given it
thelead over Google in
the U.S.
Percentof market sharein shoppingsearchby website,U.S,2015-18.(Source:Jumpshot,2018)
Google Amazon
54% 54%
46% 46%
2015 2018

12. Search is Important
Percentof online
shoppers who start
their research on a
search enginebefore
visitinga specific
website.
Source:Adweek,2018
60%

13. Conversion rate by
landingpage type,
channel
Source:Monetate, 2018
1.5%
2.9%
1.7%
0.8%
2.2% 2.0%
3.0%
2.0%
1.0%
0.0%
Search EmailSocial
singleproductpage multiproductpage

14. Browsing
• Mood:Playing, mentally passive
• Expectation:Variable reward
• Shoppingstyle:Impulsepurchaseof aparticular
newfound item

15. Browsing vs Searching
• Mood:Playing, mentally passive
• Expectation:Variable reward
• Shoppingstyle:Impulsepurchaseof aparticular
newfound item
• Mood:Working,mentally active
• Expectation:Fixed reward
• Shoppingstyle:Informedchoicebetween multiple
options

16. Browsing vs Searching
Highest converting landing pagetype:
single productpage
Highestconverting landing pagetype:
multi product page

17. Multiproduct pages give
shoppers a personalized
search experience that
surprises and delights
them.
Thirty-sixbuyingoptionsfor "mini displayportto hdmi female adaptor"from Kogan.com,withvariations bytype, hertz, voltage, length, color, and
more.
Personalization

18. Personalization
Percentof shoppers
“likely” to buy from online
store repeatedly if it offers
a personalised shopping
experience
Source:Segment,2018

19. Personalization
Source:Segment,2018
of shoppershave purchased
somethingmoreexpensive than
originally planned due to a
personalized shopping
experience.
of shoppersexpressedfrustration
towards shoppingexperiences that
feel "impersonal"
40% 71%

20. Just sell on Amazon?
The Amazon search
experience is great for
shoppers – but harmful
for brands.

21. Retargeting
Brand Building
List-Building
Margin
Cross-Selling
The Amazon search
experience is great for
shoppers – but harmful
for brands.
Selling on Amazon

22. Solution:Give
shoppers the
Amazon search
experienceon your
website.
Shopping Ads that lead tomulti product pages
gethigh conversion plus brand security.

23. Everybody Wins
Experience
Channel
MultiproductSingleproduct
Your websiteThirdparty

24. Multi Product Pages for Shopping Ads
Search:“blackduvetcoverset”
Product page with multiple suggestionsSingle product page

25. Multi Product Pages for Shopping Ads
Search:“bedalarm for elderly”
Product page with multiple suggestionsSingle product page

26. Challenges to Create Multi
Product Pages for Shopping Ads
• Replatforming
• Internaldev resources
• Time spent by marketing

27. LUX Shopping
Longtail UX Products
2013
LUX Organic LUX Paid
2017 2020

28. Vinomofo
Vertical:Food & Beverage
AdoreBeauty
Vertical:Beauty
Mobileciti
Vertical:Consumer Electronics
Proven Results:
Multi Product
Pages in Paid
Search

29. Case Study:
AdoreBeauty
• Vertical: Beauty
• Annual turnover: $100 million+

30. AdoreBeauty
Before(Single product page)
Example shopping searchterm: "invisible lip liner"
After (Multiproduct page)

31. Product: LUX Paid
LUXpages
2,574
conversionrate
98%
ROAS
169%Results: AdoreBeauty

32. Case Study: Vinomofo
• Vertical: Food & Beverage
• Annual turnover: $60 million

33. Vinomofo
Before(Single product page) After (Multiproduct page)
Example shopping search term: "sweet champagne wine"

34. Results: Vinomofo
Product: LUX Paid
LUXpages
3,186
ROAS
42%
repeat buyers
62%

35. Case Study:
Mobileciti
• Vertical: Consumer electronics
• Sales: 1M+ mobile phones

36. Mobileciti
Before(Single product page) After (Multiproduct page)
Example shopping search term: "samsung galaxy s10"

37. ROAS
95%
Results: Mobileciti
Product: LUX Paid
LUXpages
2,181
AOV
52%

38. LUX Customers

39. LUX Patents
US10534781B2:
“Improvements in Website
trafficoptimization”
Granted:2016, 2019

40. LUX Patents
WO2017197430A1:
“Improvements in Landing
PageGeneration”
Pending

41. Implementation:2-4 weeks
Reverse proxy setup means tech effortis on our end
Money-Back Guarantee
Minimum 15% increase in ROAS
LUX Shopping
Introducing: brand new "Shoptimization" from Longtail UX

42. LUX Shopping Implementation Timeline
(Business Days)
3 5 10 20
LUX Supplementary
Feedsetupin
MerchantCenter
7-10 days
Connect Shopping
Feed
2-3 days
Set up ReverseProxy
1-2 days
ApproveLandingPage
Template
4-5 days

43. Next steps
Find out whatLUX Shoppingwill look like on
yourEcommercewebsite
• Improve search experiencefor yourvisitors
• Increaserepeatbuyingandaverage order value
• SavewastedShoppingAd spendwithhigher conversionrates

44. Schedule a free session now:
longtailux.com/shopping